01.04.2016
Walter Seib

Blurred F&B and retail concepts ask for new real estate concepts

‘Blurred’ F&B/ Retail concepts

Boundaries between food channels disappear as supermarkets are selling products for immediate consumption on the go or even focus on food corners with outdoor seating. Top restaurants in turn sell their exquisite products in a shop corner.

In a world of con­stant chan­ges and ever-chan­ging con­su­mer de­man­ds blur­red con­cepts crea­te new op­por­tu­nities for food & be­ver­age ope­ra­tors. It can not on­ly re­sult in ad­di­tio­nal sa­les but al­so in an en­han­ced con­cept ex­pe­ri­ence. As the “so­cia­li­zing” ef­fect be­co­mes mo­re re­le­vant in to­day’s world the food & be­ver­age es­ta­blish­ments are pla­ces to “re-con­nect”! A few points are im­portant re­gar­ding blur­ring concepts:

  • A blur­ring con­cept can ge­ne­ra­te ad­di­tio­nal traf­fic and sales
  • It enables rou­ti­ne and lei­su­re con­cepts to bet­ter  dif­fe­ren­tia­te them­sel­ves in a high­ly com­pe­ti­ti­ve market
  • A com­bi­ned re­tail and re­stau­rant of­fer en­han­ces the cust­o­m­er ex­pe­ri­ence and adds mo­re food thea­ter to the concept
  • A blur­red of­fer will streng­t­hen cust­o­m­er en­ga­ge­ment be­cau­se of the in­crea­sed num­ber of cust­o­m­er touch points.
  • The fresh­ness image of food­ser­vice adds va­lue to a re­tail pro­duct when of­fe­red at the sa­me location

HMS­Host is ope­ra­ting in a tra­vel en­vi­ron­ment and we iden­ti­fy three dif­fe­rent ty­pes of blur­ring con­cepts, which are sui­ta­ble for our channels:

  1. Con­cepts that on­ly of­fer food & be­ver­age items, though for both on­site as well as off­si­te consumption
  2. Con­cepts that of­fer both food & be­ver­age and non-food (merchandise)
  3. Con­cepts that are life­style brand ex­ten­si­ons and of­fer food & beverage

Wi­t­hin our con­cept port­fo­lio we ha­ve pro­prieta­ry con­cepts which are blur­ring and al­so third par­ty con­cepts which we ope­ra­te as fran­chi­see or li­cen­see. The first con­cept we de­ve­l­o­ped wi­t­hin our com­pa­ny is Bis­trot and the key fea­tures of this con­cepts are:

PRE­MI­UM • DY­NA­MIC • DIS­TINC­TIVE­LY ENG­LISH •  EX­PE­RI­ENCE

Wedgwood Tearoom is the la­test de­ve­l­o­ped tearoom with the qua­li­ty trade­mark and ex­pe­ri­ence of the well-known chi­na­wa­re brand. In a sty­lish and com­for­ta­ble décor, tra­di­tio­nal tearoom ele­ments are com­bi­ned with mo­dern day lu­xu­ry ele­ments and ma­te­ri­als. Guests ar­ri­ving in Wedgwood Tearoom are being sub­mer­ged in a world in which en­joy­ment, qua­li­ty and love for life ta­ke the cent­re sta­ge. Wedgwood Tea Room is of­fe­ring a full ser­vice ex­pe­ri­ence with a wi­de all-day of­fe­ring of high qua­li­ty pro­ducts.  It is ad­ding a dis­tinc­tive­ly Eng­lish tea room at­mo­s­phe­re, com­bi­ning the lu­xu­ry of Wedgwood with a wi­de Tea offer.

Ano­ther pro­prieta­ry de­ve­lop­ment re­gards Café Cho­co­lat: a na­tu­ral com­bi­na­ti­on bet­ween cof­fee and cho­co­la­te, al­so in a re­tail environment.

Café Cho­co­lat is the on­ly con­cept whe­re you can buy the best cho­co­la­te in all va­ria­ti­ons com­bi­ned in a lu­xu­ry café at­mo­s­phe­re. Be­cau­se on­ly Café Cho­co­lat of­fers high qua­li­ty, fair-tra­de cho­co­la­te in part­nership with Cal­le­baut cho­co­la­tes and has the best cho­co­la­te gifts all sea­son long. That’s why Café Cho­co­lat is the num­ber one when you need to in­dul­ge yours­elf in cho­co­la­te lu­xu­ry or need to buy that spe­cial gift for your loved ones. It ce­le­bra­tes the ul­ti­ma­te cho­co­la­te ex­pe­ri­ence, live cho­co­la­te pre­pa­ra­ti­on and pre­sen­ta­ti­on and com­bi­ning food & be­ver­age with a wi­de re­tail/gift offer.

The key words for this con­cept are:

CHO­CO­LA­TE • PRE­MI­UM  •  COM­FORT • SE­DUC­TIVE • EXPERIENCE

Last but not least a new de­ve­lop­ment, com­bi­ning food & be­ver­age and life­style: Mer­ce­des-Benz Cafè

Mer­ce­des-Benz de­si­red to re­ju­ve­na­te its brand image through dy­na­mic & young ac­tivi­ties with an up to date ap­proach as well as crea­ting ad­ded points of con­tact with their po­ten­ti­al cli­ents. The Mer­ce­des-Benz Cafè is con­tem­pora­ry spor­ty & ele­gant, of­fers its cust­o­m­ers a full im­mer­si­on of fla­vours, ma­te­ri­als, tas­tes & trends. Di­ning at the Mer­ce­des-Benz Cafè is a true emo­tio­nal experience.

The key words for Mer­ce­des-Benz Cafè are:

PRE­MI­UM • CLASS • CHARME • AU­THEN­TI­CI­TY • QUALITY

Mer­ging food & be­ver­age with re­tail, blur­red con­cepts are a power­ful pheno­me­non; it re­sults in new and end­less op­por­tu­nities, con­cept ex­pe­ri­en­ces and a com­pel­ling cust­o­m­er jour­ney. It me­ans mo­re com­pe­ti­ti­on and al­so mo­re op­por­tu­nities for all of us!

A blur­ring con­cept can ge­ne­ra­te ad­di­tio­nal traf­fic and sa­le­sIt enables rou­ti­ne and lei­su­re con­cepts to bet­ter  dif­fe­ren­tia­te them­sel­ves in a high­ly com­pe­ti­ti­ve mar­ketA com­bi­ned re­tail and re­stau­rant of­fer en­han­ces the cust­o­m­er ex­pe­ri­ence and adds mo­re food thea­ter to the con­cep­tA blur­red of­fer will streng­t­hen cust­o­m­er en­ga­ge­ment be­cau­se of the in­crea­sed num­ber of cust­o­m­er touch points.The fresh­ness image of food­ser­vice adds va­lue to a re­tail pro­duct when of­fe­red at the sa­me location

HMS­Host is ope­ra­ting in a tra­vel en­vi­ron­ment and we iden­ti­fy three dif­fe­rent ty­pes of blur­ring con­cepts, which are sui­ta­ble for our channels:

Con­cepts that on­ly of­fer food & be­ver­age items, though for both on­site as well as off­si­te con­sump­tion­Con­cepts that of­fer both food & be­ver­age and non-food (mer­chan­di­se)Con­cepts that are life­style brand ex­ten­si­ons and of­fer food & beverage

Wi­t­hin our con­cept port­fo­lio we ha­ve pro­prieta­ry con­cepts which are blur­ring and al­so third par­ty con­cepts which we ope­ra­te as fran­chi­see or li­cen­see. The first con­cept we de­ve­l­o­ped wi­t­hin our com­pa­ny is Bis­trot and the key fea­tures of this con­cepts are:

PRE­MI­UM • RE­GIO­NAL • LO­CAL • ZE­RO KM • HO­ME MADE

Bis­trot is an ide­al ve­nue for Food lo­vers and for peop­le who re­al­ly ca­re about qua­li­ty. It of­fers a ran­ge of fla­vours in a tra­di­tio­nal ur­ban open mar­ket set­ting, whe­re the best lo­cal cui­sine meets the va­lue of sustaina­bi­li­ty. Selec­ted pro­ducts are pre­pa­red using tra­di­tio­nal me­thods, with a gre­at em­pha­sis on high-qua­li­ty lo­cal pro­ducts. The con­cept brea­thes an ur­ban mar­ket style at­mo­s­phe­re, shows a front coo­king area & open kit­chen and is about sto­ry­tel­ling of sup­p­liers and crafts.

A dif­fe­rent ex­amp­le is Wedgwood Tearoom. The key words for this con­cept are:

PRE­MI­UM • DY­NA­MIC • DIS­TINC­TIVE­LY ENG­LISH •  EX­PE­RI­ENCE

Wedgwood Tearoom is the la­test de­ve­l­o­ped tearoom with the qua­li­ty trade­mark and ex­pe­ri­ence of the well-known chi­na­wa­re brand. In a sty­lish and com­for­ta­ble décor, tra­di­tio­nal tearoom ele­ments are com­bi­ned with mo­dern day lu­xu­ry ele­ments and ma­te­ri­als. Guests ar­ri­ving in Wedgwood Tearoom are being sub­mer­ged in a world in which en­joy­ment, qua­li­ty and love for life ta­ke the cent­re sta­ge. Wedgwood Tea Room is of­fe­ring a full ser­vice ex­pe­ri­ence with a wi­de all-day of­fe­ring of high qua­li­ty pro­ducts.  It is ad­ding a dis­tinc­tive­ly Eng­lish tea room at­mo­s­phe­re, com­bi­ning the lu­xu­ry of Wedgwood with a wi­de Tea offer.

Ano­ther pro­prieta­ry de­ve­lop­ment re­gards Café Cho­co­lat: a na­tu­ral com­bi­na­ti­on bet­ween cof­fee and cho­co­la­te, al­so in a re­tail environment.

Café Cho­co­lat is the on­ly con­cept whe­re you can buy the best cho­co­la­te in all va­ria­ti­ons com­bi­ned in a lu­xu­ry café at­mo­s­phe­re. Be­cau­se on­ly Café Cho­co­lat of­fers high qua­li­ty, fair-tra­de cho­co­la­te in part­nership with Cal­le­baut cho­co­la­tes and has the best cho­co­la­te gifts all sea­son long. That’s why Café Cho­co­lat is the num­ber one when you need to in­dul­ge yours­elf in cho­co­la­te lu­xu­ry or need to buy that spe­cial gift for your loved ones. It ce­le­bra­tes the ul­ti­ma­te cho­co­la­te ex­pe­ri­ence, live cho­co­la­te pre­pa­ra­ti­on and pre­sen­ta­ti­on and com­bi­ning food & be­ver­age with a wi­de re­tail/gift offer.

The key words for this con­cept are:

CHO­CO­LA­TE • PRE­MI­UM  •  COM­FORT • SE­DUC­TIVE • EXPERIENCE

Last but not least a new de­ve­lop­ment, com­bi­ning food & be­ver­age and life­style: Mer­ce­des-Benz Cafè

Mer­ce­des-Benz de­si­red to re­ju­ve­na­te its brand image through dy­na­mic & young ac­tivi­ties with an up to date ap­proach as well as crea­ting ad­ded points of con­tact with their po­ten­ti­al cli­ents. The Mer­ce­des-Benz Cafè is con­tem­pora­ry spor­ty & ele­gant, of­fers its cust­o­m­ers a full im­mer­si­on of fla­vours, ma­te­ri­als, tas­tes & trends. Di­ning at the Mer­ce­des-Benz Cafè is a true emo­tio­nal experience.

The key words for Mer­ce­des-Benz Cafè are:

PRE­MI­UM • CLASS • CHARME • AU­THEN­TI­CI­TY • QUALITY

Mer­ging food & be­ver­age with re­tail, blur­red con­cepts are a power­ful pheno­me­non; it re­sults in new and end­less op­por­tu­nities, con­cept ex­pe­ri­en­ces and a com­pel­ling cust­o­m­er jour­ney. It me­ans mo­re com­pe­ti­ti­on and al­so mo­re op­por­tu­nities for all of us!

Der Autor
Bild: HMSHostInternational
Walter Seib
CEO
HMS International